1

The Effects of Brand Awareness on Consumer

Purchase Intention of Senior High School
Students
By
Mark Carlo J. Segui

Jake C. Alarcon

John Carlo M. Payos

Almira D. Sardo

Lea Marie C. Racho

Cherry Ann G. Macale

Karyll Joy S. Basto

Rhea Reachel A. Oliva

Aaron Christian Somido

Maryjane O. Molina

Michelle Joy O. Molina

Rafy Macale

Rubelyn G. Arbolado

Honey Rose C. Catalino

Jeffrey Villamora Iligan

To

Mrs. Maricel Delos Reyes

June 10, 2022

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ACKNOWLEDGEMENT

We would like to offer our heartfelt gratitude and appreciation to everyone

who has contributed their time and knowledge to making this research

study a success. To our parents, who helped us finish this project by

providing financial and moral support. To our friends and teachers who

encouraged us and were always willing to assist us finish the Business

Plan. To our very own Entrepreneurship teacher. Mrs. Maricel Delos

Reyes is a motivator that provides us with ideas, comments, and

motivational words to help us improve the substance of our project. Above

all, we thank the Almighty God for providing us with the strength,

knowledge, optimism, and skill we required..

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DEDICATION

This research is dedicated to our loving parents, who have always been

there for us financially, morally, and emotionally. And to the excellent

administration, faculty, adviser, teachers, parents, and students of San

Lorenzo Ruiz National High School, who served as our inspiration and

source of strength. We'd also like to thank everyone who contributed their

time, support, patience, and effort to make this project a success.

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Contents
ACKNOWLEDGEMENT ................................................................................................................................... 3
DEDICATION .................................................................................................................................................. 4
Chapter 1: The Problem and Its Background ................................................................................................ 7
Introduction .............................................................................................................................................. 7
Background of the Study........................................................................................................................... 8
Statement of the Problem ........................................................................................................................ 9
Research Hypothesis ............................................................................................................................... 10
Scope and Delimitation of the Study ...................................................................................................... 10
Significance of the Study ......................................................................................................................... 10
References .............................................................................................................................................. 11
Chapter 2: Review of Related Literature and Studies ................................................................................. 13
Review of Related Literature .................................................................................................................. 13
Review of Related Studies....................................................................................................................... 16
Synthesis of the State-of-the-Art ............................................................................................................ 18
Theoretical Framework ........................................................................................................................... 19
Conceptual Framework ........................................................................................................................... 22
Definition of Terms ................................................................................................................................. 25
References .............................................................................................................................................. 29
Chapter 3: Research Methodology ............................................................................................................. 32
Method of Research................................................................................................................................ 32
Population Size, Sample Size, and Sampling Technique ......................................................................... 32
Description of the Respondents ............................................................................................................. 33
Research Instruments ............................................................................................................................. 33
Data Gathering Procedure ...................................................................................................................... 34
Statistical Treatment of Data .................................................................................................................. 34
References .............................................................................................................................................. 35
Chapter 4: Analysis and Interpretation of Data .......................................................................................... 36
Profile of the Respondents ..................................................................................................................... 36
Age of the Respondents .......................................................................................................................... 36
Sex of the Respondents .......................................................................................................................... 37
Academic Strand of the Respondents..................................................................................................... 38
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Educational Attainment of the Respondents.......................................................................................... 39

Chapter 5: Summary, Conclusion, and Recommendation .......................................................................... 40
Summary ................................................................................................................................................. 40
Findings ................................................................................................................................................... 41
Conclusions ............................................................................................................................................. 41
Recommendations .................................................................................................................................. 42
Bibliography ............................................................................................................................................ 43
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Chapter 1: The Problem and Its Background

This chapter represent the context of this problem that includes the

background of the study, the statement of the problem, hypothesis, scope

and limitation and lastly the significance of the study.

Introduction

There are many brands that increase brand awareness and attract

teenagers, particularly students, to this day. As consumer awareness has

grown over time, they have begun to purchase familiar, favored, and

attractive brands. A product with a higher brand awareness will grow faster

in the market and help the company make more money. As a result, we

may argue that as brand recognition or the number of customers grows, so

will market share and earnings. As a result, the study's goal is to

determine the impact of brand knowledge on customer purchase intent.

According to Macdonald and Sharp (2000) despite the fact that consumers

are familiar with the goods and willing to buy them, brand awareness is still

a factor that influences purchase decisions. When a buyer is considering

purchasing a product or service, the first brand name that comes to mind

indicates that the product is well-known. A higher level of brand

awareness, according to Dodds, Monroe, and Grewal (1991), can impact a

consumer's purchasing decision.

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Background of the Study

Brand awareness is a marketing term that describes the degree of

consumer recognition of a product by its name. Creating brand awareness

is a key step in promoting a new product or reviving an older brand.

Ideally, awareness of the brand may include the qualities that distinguish

the product from its competition (C. M. Copp, 2022). He also stated some

of its key takeaways such as (1) Brand awareness refers to the familiarity

of consumers with a particular product or service. (2) A brand awareness

campaign seeks to familiarize the public with a new or revised product and

differentiate it from the competition. and; (3) Social media has become an

important new tool in brand awareness marketing.

Moreover, Brand awareness might seem like a vague concept, and in

truth, it is. For those marketers and business owners out there who like to

gauge success with neat and tidy numbers, brand awareness will likely

ruffle your feathers.

But just because it is not a metric that can be perfectly determined doesn’t

mean it doesn’t carry value. Brand awareness is incredibly important for

business success and overall marketing goals (Decker, 2022.) Allie

Decker said that Brand awareness fosters trust.

In a world where consumers rely on extensive research and others’

opinions before making a purchase, brand trust is everything. Once a

consumer bonds to your brand, they’re more likely to make repeat

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purchases with little to no forethought — which then bridges the gap

between trust and loyalty.

Brand awareness establishes that brand trust. When you put a proverbial

face to your brand name, consumers can trust easier. Brand awareness

efforts give your brand a personality and outlet to be sincere, receive

feedback, and tell a story. These are all ways that we, as humans, build

trust with one another. The human/brand relationship isn’t any different.

Brand awareness has been argued to have important effects on consumer

decision-making by influencing which brands enter the consideration set,

and it also influences which brands are selected from the consideration set

(Macdonald and Sharp, 1996).

Statement of the Problem

This research aims to assess The Effect of Brand Awareness on the

Consumer Purchase Intention of Senior High School students. Specifically,

it aims to answer the following questions:

1. What is the profile of the respondents in terms of:

a. Grade/Year Level

b. Age

c. Sex

2. What are senior high school students' perspectives on the impact of

brand awareness on purchase intention?

3. What is the impact of brand awareness on senior high school

students’ purchase intention?

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4. How do businesses build brand awareness?

5. What is the relationship between brand awareness and purchase

intentions?

Research Hypothesis

The research hypothesis is proposed as follows:

Hypothesis 1: Brand Awareness has positively affected consumer's

purchase intention

Hypothesis 2: The greater the brand awareness the greater the

consumer's intent and more likely to purchase the product.

Scope and Delimitation of the Study

This research are centered on San Lorenzo Ruiz National High School

(SLRNHS) students that appear to have experienced purchasing products

driven by their brand awareness this school year (2021-2022) in which

face-to-face classes are not allowed. This study will gather information

from the researcher respondents with a total of 35 students in San

Lorenzo Ruiz National High School. They will be prioritized in the surveys

and asked about their experiences and thoughts about the effects of brand

awareness on their purchase intention.

Significance of the Study

This study will aid researchers and students in understanding the impact of

brand awareness on purchase intention, as this study will be useful

information for anyone who wishes to start a business in the future.

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The following individuals and institutions will benefit from this study

School. This study could help teachers correctly assess students and

inform them about brand awareness and purchase intention. In addition,

students who wish to study how markets and businesses create brand

awareness among their customers will be guided.

Students. This study will help the students to be aware of their knowledge

regarding brand awareness and assess how they can effectively utilize

their brand if they start a business.

Parents. This study will inform parents of the potential consequences of

their children's purchase intentions if they are familiar with a variety of

brands and intend to repurchase the products. Furthermore, this research

will assist parents in guiding their children in making effective use of their

brand awareness and purchase intent information.

Researchers. This study will fulfill the researcher’s curiosity and interest in

brand awareness and purchase intention. In addition, it will educate them

about the proper actions and strategies for creating brand awareness

Future Researchers. This research will be a guide on making a research

paper. As well, it will serve as a review of related studies to them.

References

//. (n.d.). // - Wikipedia. Retrieved June 6, 2022, from

https://d1wqtxts1xzle7.cloudfront.net/46714899/brand_awareness1-with-cover-

page-v2.pdf?Expires=1654509521&Signature=YY3-cHWAab~LD-ewu5pSf4yrA-
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cVxteRJkHcVQFVtjtUUjyzUEoCvfftDXmtvGkgsqb3BrSRX39QJDsw1RthkFs~~D

GRlkGfGRx-kxonm1ecFGna0~tpE8sVskvEUjy2LTwFEA5ALIqy
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Chapter 2: Review of Related Literature and

Studies

Review of Related Literature

This chapter presents the related literature and studies which provided

valuable insights and further motivation to the researchers to conduct the

study. It contains readings about insights, concepts, and principles

propounded by authors of books, articles, published journals, and results

of studies of previous researchers. This literature and studies were

selected and considered significant for strengthening the impact of the

study. Also, it served as the basis for the conceptualization of the research

problem.

Foreign

Brand awareness, according to Keller (2008), refers to whether or not

people can recall or recognize a brand, or simply whether or not they are

aware of a brand. However brand awareness, according to Dr. Malik,

Ghafoor, and Iqbal (2013), is a consumer's perception of a brand. Also,

According to Aaker (1997) brand awareness is the “consumer ability to

recognize and recall the brand in different situations”.Brand awareness

refers to the likelihood that consumers are aware of a brand's service,

products, and of its attributes. Brand awareness and a depth of knowledge

about the company and its products. From a business standpoint,

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Homburg et al. (2010) describe brand awareness as "the ability of the

decision-maker in organizational buying centers to recognize or recall a

brand." Meanwhile, according to Mandler (1980), brand awareness is the

lowest level of brand understanding. This metric ranges from basic brand

awareness to a cognitive thinking-based approach that is based on

detailed brand information. Brand awareness affects consumer brand

choice, consumers pay purchase intention to those brands which they

know, and its further impacts on quality consideration of brand that when

the consumer knows about the brand they consider it to be good

(Macdonald & Sharp, 2000).

The key concept of marketing is purchase intention (Morrison, 1979). It

refers to a customer's desire to purchase a specific product from a specific

brand. Purchase intention refers to a plan to purchase a good or acquire a

service. Purchase intention, according to Alford and Biswas (2000), is a

consumer's likelihood of purchasing behavior; a higher purchase intention

indicates that the consumer is more likely to buy. When customers want to

buy a product, they conduct research and gather knowledge about it

based on their own experiences and their surroundings. Once they have

enough information, they compare and evaluate the products and make a

decision (Wang, Cheng & Chu, 2012). In addition, purchase intention is

defined as a customer's transaction behavior after evaluating goods and

services (Schiffman & Kanuk, 2010). Price and promotion boost purchase
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intention, as does brand recognition (Dodds, Monroe, & Grewal, 1991) and

increased consumer familiarity with the brand (Alford & Biswas, 2000).

(Johnson & Russo, 1984). Consumers will prefer to buy things whose

brands they are familiar with over products whose brands they are

unfamiliar with. According to Ayuni (2006), the greater a person's brand

awareness, the greater the intensity of consumer purchases of products

associated with the brand, because the brand is what is recalled first.

Macdonald & Sharp (2000) stated that the customers' attention sets are

stimulated by repetitive advertising, which makes them aware of the brand.

As a result, whenever the customer sees that brand, he or she can readily

recognize it. Consumers favor companies that require less time and

cognitive effort when making a buying decision (Hoyer, 1984). Consumers

are more likely to recognize a brand in a product category if they are

aware of it. This helps them make a buying choice (Percy & Rossiter,

1992). In the presence of a mediator brand image, brand awareness, and

customer purchase intent have a positive directed relationship (Shah, Aziz,

& Jaffari, 2012). The impact of brand awareness on choice, frequency, and

brand sampling was studied by Hoyer and Brown (1990). The results

showed that consumers made purchases or had purchase intentions for

brands that they were aware of, indicating that brand awareness has a

positive impact on consumer brand choice and purchase intention.

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Review of Related Studies

The following related studies will provide knowledge and evidence to the

research that will contribute to and solve the problem in this study.

Foreign

(Malik, Ghafoor, et al.,2015) Brand loyalty and brand awareness have a

high positive correlation with buying intention. Managers all across the

world should seek to boost brand awareness and loyalty as much as

possible. Both of these factors contribute to positive purchase intent.

According to Jalilvand, Samiei, et al. (2011), marketers should carefully

examine the brand equity components while developing their branding

strategies. Structural equation modeling is used to evaluate hypotheses

based on a sample of 242 consumers. Brand awareness, brand

association, brand loyalty, and perceived quality all have a substantial

impact on customers' intention to purchase products, according to the

study. Marketers must also modify their branding strategies to each

marketing environment and increase brand loyalty to prevent consumer

switching behavior. The study explains how the four brand equity model

components interact with purchase intent. According to Chi et al, (2009)

the findings of a study conducted on a Taiwanese cellular phone company,

brand awareness has a positive impact on purchase intention, with brand

loyalty and brand perceived quality mediating the effect. Marketers try to

build brand awareness through sales promotions, advertisements, and

other marketing tools, and as brand awareness grows, so does brand

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loyalty, which increases purchase preference and intention. According to a

study conducted by Krisnawan, and Jatra (2021), brand

Brand awareness has a positive and significant effect on purchase

intention, and the brand association has a positive and significant effect on

buy intention. This demonstrates how brand image, awareness, and

association can influence consumer purchase intention. According to

Chinomona (2019), the ultimate goal of any organization is to design and

sustain lucrative brand quality names that suit customers' criteria, as well

as to continuously maximize customer intention to purchase the brand.

Both scholars and organizations have concentrated on brand advertising

and brand elements to achieve client purchase intention of the brand in

order to achieve this goal. However, without the customer being aware of

the specific brand name, brand advertising and brand elements may not

be adequate to determine sufficient and satisfactory customer loyalty and

customer intention to purchase a specific product on a consistent basis.

The finding provides evidence that there is a link between brand

advertising, brand awareness, brand element, and customers' brand

purchasing intention. According to the article, in the Gauteng province of

South Africa, variables such as brand promotion, brand awareness, and

brand elements are necessary for driving the purchase intention of the

brand by consumers. The article goes on to say that when the brand

advertising, brand awareness, and brand element are all good, the buy

intention of the brand is high.

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Synthesis of the State-of-the-Art

Different authors had differing opinions on the effects of brand awareness

on customer purchase intention and similar schemes in a review of related

studies. Through the studies, the researcher gained deeper insights into

the current study, which improved the concepts and provided significant

data for the design of guidelines and parameters in the study's conduct.

In today's society, attracting customers by building a brand has become a

fierce competition for businesses. Brand awareness plays an important

role in influencing consumer purchase intent because a product with a

higher brand awareness will grow faster in the market and help the

company earn profits. As a result, we may argue that as brand recognition

or customer numbers expand, so will market share and profitability. The

study's goal is to determine the impact of brand awareness on customer

purchase intention.

Branding is becoming a vital and important concern for marketers for

corporate growth, according to Homburg, Klarmann, and Schmitt (2010).

Furthermore, according to Kotler (1997), a brand is a name, logo, sign, or

label that distinguishes one product or service from that of its competitors.

Brand awareness is described as "the ability of the decision-maker in

organizational buying centers to recognize or recall a brand" from a

business standpoint (Homburg et al., 2010). While making a purchase

decision, the consumer's mind conjures up an image of a brand,

demonstrating their strong brand awareness (Grewal, Monroe & Krishnan,

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1998). While making a purchase decision, the consumer is becoming

aware of a brand (Chi, Yeh & Yang, 2009).

These two indicators demonstrate that marketers are working hard to

increase, maintain, and retain brand awareness, which has a significant

impact on customer purchase intention.

Theoretical Framework

The Engel Kollat Blackwell (EKB) Model is a natural progression from the

notions of reasoned action theory. This buyer behavior hypothesis is

based on a four-phase process that determines how customers make

purchasing decisions: input, information processing, decision stages, and

decision factors.

The first phase is input, or when consumers are exposed to the most

marketing materials, such as billboards, online commercials, or in-person

displays. They progress to information processing by combining the data

collected in these resources with their prior experience and expectations to

make the optimal option for their current situation. They move on to the

following step after gaining rational understanding, which is to make a

purchasing decision based on the facts they gathered.

There are five phases to the choice process: recognizing the need,

gathering information, assessing alternatives, purchasing (or choosing),

and post-purchase results.

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In the EKB model of consumer behavior theory, input is most helpful

during the initial information stage. During the external impact phase,

consumers obtain enough knowledge about the product or service to

readily recall or resort to the company's products for future requirements.

The lifestyle business is one that understands this sequence well, with

brands knowing exactly how to promote their products to elicit desire in

consumers, usually to make them look, smell, or feel better than they

would if they used competing brands.

Brand Awareness

When a customer decides to purchase something, he thinks about the

brand. If the consumer is aware of his brand, he will supply additional

purchasing possibilities and will always make sound financial decisions.

According to Shahid et al. (2017), brand awareness is a basic degree of

brand knowledge that entails at least the recognition of a brand's or

structure's name based on specific information. Brand awareness refers to

a consumer's capacity to recognize a brand in a variety of situations,

which can be accomplished through brand recognition. Increased brand

familiarity through regular exposure(Kotler and Keller, 2003; cited in

Suciningtyas, 2012).
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Figure 1. Brand Awareness Pyramid

Brand Awareness has four levels (Aaker, 2009), as in Figure 1:

• Unaware brands are at the bottom of the brand pyramid, with people

unaware of their presence.

• When a consumer picks a brand at the moment of purchase, brand

recognition (brand recognition) is a minimum level of brand awareness.

• Brand recall is a self-branded re-branding of the brand because it differs

from the introduction assignment,

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• top of mind is the brand that comes to mind first. When customers are

asked about the category of a product that can be remembered without

prompting.

Memory can be successful with repetition and reinforcement, building

brand awareness typically takes a long period. Indeed, brands with a high

level of recall are frequently older brands. Consumers are more likely to

purchase products from well-known brands than those from unknown

brands.

Purchase Intention

Consumers that have the ability, will, plan, or are willing to buy a product

or service in the future are said to have purchase intention. This rise in

buying intent indicates a higher likelihood of making a purchase (Dodds et

al., 1991; Schiffman and Kanuk, 2007). Buying intention can also be used

by researchers to predict consumer behavior. This type of dedication to a

brand is positive and good when consumers have the intention to buy.

This is what motivates people to make purchases at the end of the day

(Fishbein and Ajzen, 1975, Schiffman and Kanuk, 2007).

Conceptual Framework

The research examines the impact of brand awareness on consumer

purchase intention. The independent and dependent variables are

recognized as two components of the study's principal goal. These

variables are required for the present study to be completed.

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The independent variables were the demographic profile of Senior High

School students in terms of sex, age; the effects of brand awareness on

consumer purchase intention in terms of their experiences with brand

awareness affecting their purchase intention, brand recognition, brand

recall, and unawareness to the brand; and the effects of brand awareness

on consumer purchase intention in terms of their experiences with brand

awareness affecting their purchase intention, brand recognition The

respondents were utilized to create these variables, which were then used

as data for the current study. These variables and indicators served as the

foundation for conducting analyses to determine the impact of brand

awareness on consumer purchase intentions among senior high school

students.

The dependent variable was senior high school students' purchasing

intentions, which helps them make sensible purchases. This is the study's

intended outcome in order to improve students' and the business

industry's understanding of brand awareness and purchase intention, as

well as the effects of brand awareness on consumers' purchase intentions

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in not just the municipality, but also in a larger scale.

This research compiles data from a variety of articles and research papers

published between 2012 and 2022 to examine the impact of brand

awareness on a consumer's purchase intent. It also includes some

fundamental notions about brand awareness and purchasing intent. Aker

presented a well-known brand awareness pyramid approach (2009). The

publications chosen for this study have been published in a variety of

reputable journals with high impact factors. Some of the models were also

culled from other works by well-known authors. All of these methods have

generated considerable and reliable information on the subject. All of

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these excellent people's efforts have aided us in completing our review

and therefore allowing us to offer the essential information.

Definition of Terms

Purchase Intention

- purchase intention also called customer or buyer' intent, is a measure of

each shopper's propensity to buy a product or service.

Consumer

- a person who purchases goods and services for personal use.

Brand Awareness

the ability of a potential buyer to recognize or recall that a brand is part of

a particular product category.

Brand

A brand is an intangible marketing or business concept that helps people

identify a company, product, or individual. Consumer - A person who

purchases goods and services for personal use.

Product

- A product is any item or service you sell to serve a customer’s need or

want.

Awareness
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- Knowledge or perception of a situation or fact. Likelihood - The likelihood

of something means the odds that it will happen, or how likely a particular

outcome is.

Service

- A service is any activity or benefit that one party can offer to another,

which is essentially intangible and does not result in the ownership of

anything.

Attributes

- An object closely associated with or belonging to a specific person,

thing, or office a scepter.

Purchase

- To obtain by paying money or its equivalent.

Quality

- The standard of something as measured against other things of a similar

kind; the degree of excellence of something.

Teenager

- A teenager, or teen, is someone who is between 13 and 19 years old.

Market - A regular gathering of people for the purchase and sale of

provisions, livestock, and other commodities.

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Survey

- A survey is a research method used for collecting data from a predefined

group of respondents to gain information and insights into various topics of

interest.

Increase

- Become or make greater in size, amount, intensity, or degree.

Respondents

- A person who replies to something, especially one supplying information

for a survey or questionnaire or responding to an advertisement.

Researcher

- A person whose job involves discovering or verifying information for use

in a book, program, etc. Utilize - Make practical and effective use of.

Variety - The quality or state of being different or diverse; the absence of

uniformity, sameness, or monotony.

Hypothesis

- A supposition or proposed explanation made on the basis of limited

evidence as a starting point for further investigation. Conceptualize - The

act or process of forming a general notion or idea

Associated
 28

- Joined together often in a working relationship Substantial - Of

considerable importance, size, or worth.

Financial

- The finances or financial situation of an organization or individual.

Participants - A person or group who takes part in or becomes involved in

a particular activity Fundamental - Forming a necessary base or core; of

central importance.

Descriptive research

- Descriptive research is used to describe characteristics of a population or

phenomenon being studied According to - According to means ‘as

reported by’ or ‘as stated by’ and refers to an opinion which is not the

speaker’s opinion.

Correlational

- In statistics, correlation or dependence is any statistical relationship,

whether causal or not, between two random variables or bivariate data.

Analysis - detailed examination of the elements or structure of something.

Presentation

- A presentation conveys information from a speaker to an audience.

Presentations are typically demonstrations, introduction, lecture, or speech

meant to inform, persuade, inspire, motivate, build goodwill, or present a

new idea/product.
 29

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EWOM and brand awareness impact on consumer purchase intention: mediating

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An Analysis of Brand Awareness Influence on Purchase Intention in

Bandar Lampung City's Online Transportation Service (Study on Y

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Generation Consumers) | KnE Social Sciences. (n.d.). KNE Publishing.

Retrieved April 24, 2022, from https://knepublishing.com/index.php/KnE-

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The Impact of Brand Awareness on The consumers' Purchase Intention.

(n.d.). CORE. Retrieved April 24, 2022, from

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Chapter 3: Research Methodology

Method of Research

The descriptive-correlational research method was used by the researcher

in this study. Descriptive research, according to Bhat (2019), is a research

method that describes the features of the population or topic being

examined. This study is primarily concerned with describing the

characteristics of a demographic group. Because the study sought

answers on the profile of Senior High School students in terms of age,

gender, and academic strand, the descriptive research approach was

used.

In addition, the study sought to learn more about the effects of brand

awareness on consumer purchase intention in terms of brand knowledge,

brand recognition, brand recall, and purchasing experiences.

Correlational research, according to McCombes (2020), is a sort of non-

experimental research approach in which a researcher measures two

variables and analyzes and evaluates the statistical relationship between

them without the use of any other variables. As a result, this strategy was

utilized to see if there was a link between the respondents' demographics

and the impacts of brand awareness on consumer purchase intentions.

Population Size, Sample Size, and Sampling Technique

San Lorenzo Ruiz National High School Senior High School Students were

the study's target population. The sample size of the target population was
 33

calculated using a sampling technique. The respondents were limited to 35

Senior High School Students enrolled in San Lorenzo Ruiz National High

School using the purposive sampling technique.

Description of the Respondents

The participants in our study are Senior High School students of San

Lorenzo Ruiz National High School. Because they are all in Senior High,

they are the ones we chose to be our respondents. They completed the

questionnaire we supplied them, which provided us with the information

we required. We need at least 30 to 40 students to participate in our study,

therefore we are conducting a survey and asking them questions about

their buying experience. As respondents, they gave information via a

questionnaire that will be used in the research.

Research Instruments

The study's primary data collection tool was a survey questionnaire. The

closed-ended form of question was chosen because it was simple to fill in

the answers, it saved time and kept respondents focused on the subject,

and it also fits the study problems. We used two-part questionnaires. Part

1 will inquire about the respondents' demographics. The researcher

created the profile tool, which would determine the respondents' names,

ages, genders, and strands. Part 2 consists of questionnaires designed to

assess each respondent's level of brand awareness and purchase intent.

They will respond with agree, strongly agree, disagree, and strongly

disagree to five (5) questions on the questionnaire.

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Data Gathering Procedure

The researcher gathered the information for this study using a

questionnaire survey form. This was the key method for generating

concrete and trustworthy data. Respondents were well-guided in filling out

the questionnaire in order to acquire a 100% retrieval rate and to instantly

answer any questions concerning the survey form. The questionnaires

were then retrieved by the researcher. The researcher assured and

guaranteed the respondents that the information acquired would be kept

private and secret.

Statistical Treatment of Data

Various statistical tools and techniques were used to evaluate and

interpret the data collected in this study. To examine quantitative data,

descriptive and correlational statistics were primarily used. The term

descriptive was employed to characterize the variables as well as the

natural relationships that existed between and among them. Correlational

approaches were employed to illustrate if and how strongly two variables

were related statistically.

Each relevant respondent was evaluated against the total respondents

using the percentage frequency distribution technique. This revealed the

study's most common factors.

The weighted mean was used to determine the level of effects of brand

awareness on consumer purchase intention using four separate variables,

while the technique was utilized to present the particular percentage of

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observations that existed for each of the variables in the profile. This was

also emphasized in the reoccurring items found throughout the research.

To determine the relative relevance of the elements, the weighted mean

was employed to get the average of the respondents' responses.

A variety of instruments, methodologies, and approaches were used to

investigate and interpret the data collected in this study. The frequency

and percentage distribution of rate are also used to review and collect

research data and findings from the full proportion of respondents.

References

//. (n.d.). // - Wikipedia. Retrieved June 6, 2022, from

https://docs.google.com/document/d/17ZAE5wG2MLxMmIscJE2WrLLxaNetf_YZ

posLqekEVJ4

Correlational Study of Student Perceptions of their Undergraduate Laboratory

Environment with respect to Gender and Major. (2020, November 4). ERIC.

Retrieved June 6, 2022, from https://files.eric.ed.gov/fulltext/EJ1281846.pdf

 36

Chapter 4: Analysis and Interpretation of Data

Profile of the Respondents

This chapter discusses the analysis, presentation, and interpretation of

data relevant to student brand awareness and purchase intent, as well as

the reasons and perceptions behind these findings. This chapter covers

data display once the survey has been completed, as well as data analysis

and interpretation using the statistical methods outlined in the preceding

chapter. The information gathered was collected and evaluated in order to

address the precise questions posed in the problem statement in chapter

1. The survey questionnaire supplied to the respondents was used to

create the analytical tables.

The data was presented in tabular form with extensive discussion by the

researcher. Every table also included the implications and justifications.

This presentation was created to help people understand how to interpret

the statistical data collected throughout the research project. The following

information has been presented: a demographic profile of the respondent's

reasoning and perceptions of the students in terms of brand knowledge

and consumer purchase intention, as well as their awareness of its effect

Age of the Respondents

Table 1, presents the age profile of the respondents, as well as their

frequency and percentage.

Table 1.
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Age Frequency Percentage(%)

16 3 9%

17 9 26%

18 12 34%

19 11 31%

The result implied the age of the selected respondents of the study in data

gathering of brand awareness and consumer purchase intention,

knowledge and perceptions, and the awareness of its effect.

The majority of those aged 18 and 19 indicate that they are part of the

research data collection that acts as the subject selected respondents in

the study (34%). 9% aged 16 and 26% aged 17 are all participants in the

study. The distribution of the respondents' sex profiles is shown in the next

table below.

Sex of the Respondents

Table 2

Gender Frequency Percentage(%)

Male 10 29%
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Female 25 71%

Table 2 shows the gender of the selected respondents.

According to the frequency and percentage of respondents, the majority of

those who answered the questionnaire survey were females with 71%,

with male respondents representing only 29%.

Academic Strand of the Respondents

Table 3.

Strand Frequency Percentage

GAS 29 83%

TVL-ICT 1 3%

TVL-FBS 5 14%

TVL-Agriculture 0 0

Table 4 shows the strands of the respondents.

The result shows that the majority of the respondents who answered the

survey questionnaire were GAS students with 83%, 14% of TVL-FBS, 3%

of TVL-ICT, and none of TVL-Agriculture.

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Educational Attainment of the Respondents

The results implies that all of our respondents are currently studying in

high school which gives us a 100% out of 100% in total.

 40

Chapter 5: Summary, Conclusion, and

Recommendation

Summary

Brand awareness has a considerable impact on senior high school

students' buying intentions. A product with a higher brand awareness will

grow faster in the market and help the company make more money.

Brands that increase brand awareness and attract teenagers, particularly

students, continue to purchase familiar, favored brands today. Brand

awareness is so important to consumers when purchasing a product, it's

important that you have a piece of knowledge on how you purchase a

product because it is part of our daily life. Brand awareness, as one of the

fundamental dimensions of brand equity, is often considered to be a

prerequisite for consumers’ buying decisions, as it represents the main

factor for including a brand in the consideration set. A product with a

higher brand awareness will have a tendency to be popular and grow

faster to the market. Higher brand awareness has an impact on the

consumers purchasing decisions, especially teenagers that didn't have

enough experience when it comes to purchasing a product. Their basis for

purchasing a product is based on the popularity of a product

 41

Findings

1. Because they have encountered a variety of brands and can recall and

recognize a brand, senior high school students agree that brand

awareness influences their purchase intention.

2. It was found that brand awareness has a positive impact on consumer

brand choice, frequency, and brand sampling. The results show that

consumers made purchase decisions or had purchase intentions for

brands about which they are knowledgeable, implying that brand

awareness has a positive impact on consumer brand choice and purchase

intention.

3. An advertisement is an important tool for spreading brand awareness.

Brand awareness data is used to track consumers' "share of mind." A

good and growing brand awareness is believed to be a result of excellent

marketing plans and actions, but a reduction in brand awareness is a

serious subject of concern for marketers.

4. A consumer's decision to buy a product is influenced by brand awareness.

A consumer considers a brand when purchasing something. If a consumer

is well-informed about his brand, he will have more purchasing options and

will always make sound financial decisions.

Conclusions

The results of our study show that customers will purchase a well-known

and well-liked item. Brand knowledge has a considerable impact on senior

high school students' buying intentions, according to the study. After

 42

reviewing all of the information provided and obtained by our survey, we

have come to the conclusion that consumers will prefer to buy brands they

are familiar with. A consumer is always hesitant to purchase new products.

Before purchasing anything, a wise consumer will conduct market

research or consult with someone he trusts, and only then will he know

what, how, and where to buy. If a consumer learns of any negative

information about a product, he will not purchase it. A business will have to

maintain triggering its brand and advertising more and more to let a huge

number of people know about their brand in order to retain their customers

aware of it.

Recommendations

The research also recommends that businesses prioritize product quality.

Because of the high quality of the goods, consumers will develop brand

loyalty and boost their repurchase behavior. Furthermore, businesses

should be mindful that their purchase experience will influence how a

product is perceived. A high rating implies that customers are happy. As a

result, their brand loyalty and preference, as well as repurchase behavior,

will increase.

According to the findings, customers should pay close attention to the

effects of brand awareness on purchase intent. According to the study, if

consumers can recognize a brand name when they wish to buy a product,

that product has a higher level of brand awareness. When a product has a

well-known brand name, it helps gain consumers' trust and enhance buy
 43

intent. As a result, businesses should create a brand and promote it

through sales promotion, advertising, and other marketing activities. Brand

loyalty will rise when brand awareness is high.

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